Pay-per-call is a performance-based advertising model and service (similar to pay-per-click) used for businesses particularly suited to voice contact and those who consider incoming phone calls as high-value leads for conversion. Businesses know many customers, depending on the type of product or service they offer, often wish to speak to vendors before committing to buy and calls lasting over a few minutes usually lead to direct sales.
(via CJ Affiliate)
The growth of the pay-per-call model has risen partly as a result of click fraud and the growing base of smartphones and the click-to-call feature. Businesses only pay for real calls from potential customers who dial a unique phone number (which is tracked) advertised through various means. Depending on the type of business or agreement, relevant calls lasting typically between 60 to 90 seconds trigger a conversion fee to the marketer. Basically, it breaks down like this:
- Prospective customers search for your product or service and/or:
- They see an add set up by the marketer.
- They call the unique phone number and it’s forwarded to the business.
- Business pays for qualified calls leading to sales and not short ones.